New takeaway cheesecake stall Beverly Hills Cheesecake opened today at the basement of Raffles City Shopping Centre featuring “desserts from The Cheesecake Factory Bakery”.

While Beverly Hills Cheesecake doesn’t operate under The Cheesecake Factory’s name, it ostensibly uses the more famous American company’s branding and cake photos on its social media platforms.

Like this video:

The cheesecakes it sells are also claimed to be from the OG Cheesecake Factory, with popular flavours offered like Classic Cheesecake, Red Velvet Cake Cheesecake, Godiva Double Chocolate Cheesecake and Reese’s Peanut Butter Cheesecake.

It’s unclear whether Beverly Hills Cheesecake is a franchised outlet or offshoot of The Cheesecake Factory.

8days.sg has reached out to its management for clarification, and was informed by a rep that they are the “master distributor” of The Cheesecake Factory’s desserts in Singapore, with plans to distribute the sweet treats to local major supermarkets like NTUC FairPrice “soon”.

When we enquired about why Beverly Hills Cheesecake is using a different name for its shop, we were told by the rep that “it’s a long story” and to call him back later for further clarification as he was currently engaged. So watch this space for updates.

The Cheesecake Factory Bakery was founded in 1972 by Evelyn Overton, an American baker who ran a small cheesecake shop in Detroit, Michigan, before moving to Los Angeles with her family to start the now-famous cheesecake empire. Her son, David, went on to open a chain of The Cheesecake Factory restaurants in Beverly Hills, where customers could sit down and enjoy their plated desserts. The restaurant chain currently has over 200 outlets worldwide in cities like Toronto, Dubai, Hong Kong and Beijing.

Did The Cheesecake Factory’s Beverly Hills roots inspire Beverly Hills Cheesecake’s name? Hmm.

Beverly Hills Cheesecake is a takeaway-only kiosk. The cheesecakes are arranged tantalisingly in display cases, and you can buy them by the slice or as whole cakes.

Interestingly, Beverly Hills Cheesecake’s Facebook page has an appointment availability form, which requires you to book specific hourly time slots in advance to visit the kiosk. The last we checked, the evening time slots for tomorrow (July 10) have been fully booked, and only 10am, 12.30pm and 5pm slots are available.

We booked an appointment via their Facebook page for tomorrow, and received the above notification that the system will send a confirmation message "or new proposed time" to us via a Facebook Messenger. So far, we haven't gotten any confirmation. We'll wait.

We suppose there’s nothing stopping you from rushing down to the shop to try and buy cheesecakes, but we suspect that the shop is selling their cheesecakes only by appointment, and not to walk-in customers, due to the crazy demand anticipated.

If you wanna brave the hordes, check out the cheesecakes and prices below.

Beverly Hills Cheesecake, #B1-70, Raffles City Shopping Centre. Tel: 9723-2405. www.facebook.com/pg/BeverlyhillscheesecakeSingapore.